Story Leaders™ is founded on a fresh and contemporary framework, by Michael Bosworth & Ben Zoldan, that will help salespeople better connect with, and inspire, the people they wish to do business with. We are innovating new ways that will help salespeople organize, convey and share ideas through story.

Rediscovering the Human Connection

Why Story? – Whole Brain Selling

The first question we are asked these days is, "why story?" For the past hundred and ninety thousand years, humans have used story to lead, communicate, educate, warn, persuade, engage others, inspire, to celebrate success and to connect emotionally. Why are the leaders in virtually all professions good storytellers? Story is in our DNA. 


Why use story to sell? A good story can have a profound effect on the buying process. People respond unconsciously to stories. When people hear, "once upon a time…" a part of their brain tells them, this is safe, it's just a story, I don't have to do anything. I can relax and enjoy the story. Paradoxically, at the same time, we also respond with, I better pay attention, I might need to remember this, it could be important. Long after we forget data, we remember stories.

We can teach sellers how they can more effectively influence change by better connecting with their buyer’s natural human behavior through story. Story is the most powerful way to put ideas into the world, for people to learn and change, and for sellers to emotionally connect with their customers and buyers.

MIKE BOSWORTH ENTERPRISE | MTBENT@GMAIL.COM | 858-350-5570 | COPYRIGHT 2005